Febreze 2015

Product Information
• Febreze is owned by Procter and Gamble a company that grossed 7.7
Billion last year.
• Febreze’s selling point since the 1980’s has been that it completely
eliminates smells as opposed to just covering them up.
• They were the first to introduce an odour eliminating agent into a
household product and are still at the forefront of cleaning science
The Competition
• The main competitor Febreze has is the S.C Johnson and Son owned
Glade and Airwick
• Both Companies produce less aerosol products than Febreze, their
main profit coming from Plug in’s and scented candles.
• All three of these companies are aiming for domination of the
household in their advertising campaigns as you will see.
Similarities
• Both of the competition advert’s use a series which follow the same
character or visual styles
• For glade they use the same actress in each advert
• For air wick they use the same narrative of CG Animals
• They also only focus around women who look after the home and
children.
• In the past this might have been seen as appropriate but by todays
standards it could be seen as highly sexist
My Advert
• During my initial research I decided I wanted to break way from the
traditional conventions for products of this nature.
• For example where before women were present I wanted to replace
them with men.
• Where the adverts give off a calming effect I wanted to show that
using the product can be exciting too.
Target Audience
• Usually Febreze targets class C and higher, this is because the product
is usually bought by middle aged women who stereotypically clean
the home hence why all products of this nature focus target them
specifically.
• However I felt that there was a gap in the market for this product to
be sold both towards the ‘usual’ target audience as well as new
section, Class E the unemployed and students
• I therefore made my advert exciting so teenagers and students would
buy and parents would buy it for their children as it might encourage
them to clean.
USP
• The unique selling point of this product is that it eliminates odours.
• I am showing this to the audience through the product comparison
section of my advert when ‘Jack’ cleans with a similar product and
fails.
Form and Style
• My advert is a stand alone with a non-realistic narrative
• I chose this form and style as it breaks away from the conventional
advertising styles surrounding products of this nature.
• By using a non realistic almost surreal style I am aiming to make the
viewers reconsider the product and take a new interest in light of this
advert as it breaks away from the mould.
Music Chosen
• The song I chose to represent Febreze is ‘The Devil Is A Lie’ by the rap
artist Rick Ross
• My reasoning for this is that Rick Ross is a popular artist with
teenagers (the new target audience) and therefore they would
recognise the song and become more interested in the advert.
ASA and OFCOM
• An issue that might conflict with the ASA regulations is that in my
advert I show that Febreze is exciting and can help make cleaning fun.
• However some people may buy the product expecting exactly the
same experience as seen in the advert so this could be seen as
misleading.
• However if I received complaints I would usesection 3.2 of the ASA
codes of communications which states ‘ Obvious exaggerations
(‘puffery’ )and claims that the average consumer who see’s marketing
communication is unlikely to take literally are allowed providing the
do not materially mislead. ‘
Costs
• I decided the most appropriate channel to air this on was Channel 4
• This is because during the day they broadcast studio based reality
shows like Loose Women where half of my target audience (Class C
and higher Women) are likely to see it.
• If would also broadcast again later in the evening when the second
half of my target audience as well as the first will see it when show’s
like I’m a Celebrity Get Me Out Of Here or Big Brother are on.
Overall Costs
• I calculated (by following ITV’s spot play) that it would cost 38’470
pounds to broadcast this advert during the day and early evening.
Why You Should Choose My Advert
• Because people will look at Febreze in a whole new light
• This advert is more politically correct than other adverts of this nature
and doesn’t stereotype or enforce gender roles
• It will encourage young people to take a new interest in cleaning.